Fort Worth transit agency rolls out new look, new name

Posted Feb. 28, 2018

Trinity Metro's logo is a symbolic trifecta (Trinity) of the community, commerce and future growth, with the name illustrated using three triangles and reversing out the letter M.

If you’re used to thinking of local public transportation as “The T,” think again. The T has a new name and a new look. Now known as Trinity Metro, the agency will be rolling out its new look this spring in advertising, social media and community outreach.

“Locals have known us for 33 years as ‘The T,’ but that name doesn’t fully encompass what we do,” said Trinity Metro CEO/President Paul Ballard. “Our new name and look will provide a fresh, modern approach to represent all of our services, which include the Trinity Railway Express, buses, Molly the Trolley, TEXRail and MITS paratransit. The name also reflects our current and future expansion into other nearby cities.”

The transition comes as Trinity Metro continues to implement its Transit Master Plan, which specifically calls for improved branding.

Scott Mahaffey, Trinity Metro board chair, said the long-anticipated name and logo are coming at the right time.

“Our board and the senior leadership have been working closely together to make major improvements over the last few years,” Mahaffey said. “The timing for this initiative is ideal. We are happy to see it rolled out the same year that we are completing TEXRail.”

Extensive research went into the rebranding and design process — focus groups, surveys and in-person interviews with current riders and non-riders. The rebranding effort was led by J.O. Design, the marketing and design firm for Trinity Metro.